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Quantitative and Qualitative Analysis of Audience Perception of the Effects of Public Opinion Polls in Nigeria’s Nascent DemocracyChurch S. Akpan; Onyebuchi, Chima Alexander

AbstractThis study x-rays the quantitative and qualitative analysis of the effect of public opinion polls in Nigeria’s political environment. Using agenda-setting theory, the study made use of triangulation mixed method design. The population of this study was the ensemble of eligible registered voters in the country which was 67 million. Using an error limit of 0.08, the study arrived at a sample size of 156 respondents. Two instruments namely; questionnaire and the interview were utilised in gathering data. Simple percentages and frequency distribution tables were employed in analysing the data. The study found out that public opinion polls can influence the decision of the electorates but such influence is insignificant. It further revealed that opinion polls would have positive effect on the political culture of the country, if properly handled. The study concluded that it is important for media organisations in the country to improve on public opinion polls exercise during elections with the aim of sanitising the political climate of the country. It was recommended that media organisations should not allow themselves to be partisan in their report of public opinion poll results.